Case study · Strategy · PPC · SEO · GA4 · Dev
500-page site rebuild, and organic growth — private healthcare, Central London. Spiralling ad spend, multiple conflicting live sites, broken conversion tracking, and zero SEO strategy. A full-scope engagement delivering immediate financial results and sustained organic growth across a premium healthcare brand.
This established private healthcare provider operated from a premium Central London clinic address, offering affordable screening and ultrasound services without GP referral. When they came to me in August 2023, the business was haemorrhaging money on Google Ads, had no SEO strategy, and was operating multiple live versions of their website simultaneously — each pushed by a different contractor, none coordinated.
The immediate priority was Google Ads. Spend above £30k per month with no account control is a crisis, not a marketing strategy. Within weeks the account was restructured, wasteful spend eliminated, and monthly outlay brought to a controlled £20k peak — while revenue simultaneously increased to around £130k per month, a £40k uplift. Both the spend reduction and the revenue increase were achieved within two months.
In parallel, the SEO and technical work began. The multi-site situation was a significant brand trust problem — search engines couldn't resolve which was the authoritative domain, and users were landing on inconsistent, unbranded versions of the site. A full technical audit, content analysis, and structured SEO strategy were implemented across the consolidated site, alongside UI/UX improvements, CTA and booking feature development, and persona-led content work.
The GA4 implementation was a particular technical challenge. The booking facility — the business's primary conversion mechanism — was accessible only via an iframe, meaning standard GA4 event tracking couldn't reach it. A custom event solution with corresponding GTM configuration was built to fire a purchase event correctly on booking completion, restoring full conversion visibility for the first time.
In December 2023, the client requested an emergency site redevelopment — driven by hosting instability. A 500+ page WordPress site was delivered within one week, with the client requesting minimal visual change. The migration and technical improvements made during that delivery — structured data, booking platform layout, FAQ plugin replacement, review implementation, footer map load reduction — resulted in immediate traffic increases without any disruption to existing rankings. An outcome that is far from guaranteed on a migration of that scale and speed.
By the end of the six-month engagement period, organic clicks had increased by 140% and impressions by 250% — both measured against the six months prior to the engagement starting. Query volume remained consistent at approximately 10k, meaning the gains were driven by improved visibility and click-through performance, not an expansion of query set.
This engagement covered Google Ads crisis management, full PPC restructure, technical SEO, content strategy and writing, UI/UX, brand analysis, persona development, GA4 and GTM implementation, website management, CTA and booking features, and a full site rebuild and migration — delivered concurrently across an approximately six-month period.
